BIC Pens “For Her”

This is an actual product. However, customers have thought it rather odd to market a pen specifically for women. This has led to an array of hilarious product reviews. Here is an article about the reviews (try not to fall off your chair while reading). It is an interesting case of differentiation and segmentation gone awry — definitely worthy of class discussion. Below is a segment that Ellen Degeneres did on the product (including her proposed commercial). In the end, I’m guessing that the publicity has led to some unanticipated sales…

Contributed by Phil Bromiley

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